During this session we’ve learned all about lawns to give the best advice. But why is this important? Because lawns are not simple! We’ve seen that for one problem we can have many solutions or vice-versa. On top of this, the problem sometimes is that our gardeners don’t know what they want. They will come to your store with problems/ symptoms and we need to be there to find them the right solution for their lawncare gardening level and to improve their experience.
Our lawn gardeners shop with a lawn task/ problem in mind. And we can make it easier for them to find the right product. Give them cues to the solution for their problem, and group products in the way they browse (we know that is a very confusing category)
Not only extra space, but they can really help us to link products or remind people about that job they haven’t done. Displays can also communicate a little more about what the product does.
We can use promotion to link related products, inform about the right amount to use, or to show them the right job for the right moment on the gardening calendar.
We asked 600 gardeners about reasons to buy a lawncare product and the results are as follows:
From this, we know our gardeners shop with a project or result in mind. It is very important for us to know their primary objective. Also, we must make sure the solution for these 5 problems/ results are available in store →if so, 80% of shoppers needs will be covered.
Knowing the consumer hierarchy is the first step. It seems straight forward and simple once it’s done, but research, gardener’s interviews and behaviour trends have to be taken into account. Once we have a clear rational, we are half way on our journey. Now the big question is how we translate the way gardeners think into a comprehensive, product-led segmentation on fixture.
Our lawn gardeners are confused when they approach a lawn fixture. They don’t know were to start. Sometimes people approach with the intention to buy something and they ended up walking away. A good fixture layout should help shoppers find the solution for their project/ problem and could also encourage them to trade up and ultimately enhance our category margin.
First let’s learn/ remind ourselves of some crucial merchandising facts:
If a shopper is standing at 1m (3.2ft) from the fixture, he is only able to see 1.8ft of it, hinting that a vertical segment layout is preferable. Also, vertical blocking helps shoppers to focus on that product group, specially from their shoulder-to-waist height. Of course if the space dedicating to our products is less than 1.8ft wide, we can apply the same principal, but with horizontal blocking.
Sometimes we get caught up on laying the fixture primarily by brand, price or product formats (ie liquid vs. granular). We’ve just learned that this is not the case for Lawns. People shop by end result/ or project, so we need to reflect this in the layout. First start by separating lawncare (everything that feeds the lawn) and lawn seed. But what about patching? Patching is a hybrid category, some gardeners think of it as lawncare, others as overseeding. Therefore this hybrid category has to be inbetween both.
If in your garden centre this fixtures are back to back or separated, the best option is to dual site the patching segment to cater to everyone. Also, bear in mind this is the most shopped category overall. If there is no space to do this, consider a display unit at the gondola end of the fixture highlighting this segment.
If we just take the lawncare category, we can keep segmenting to help the shopper. The best option is to use vertical blocking with the following sub-segments: Fast Greening, Thickening, Weed/Moss Problems and Patching. These segments are best displayed as in the Powerpoint, as they relate to each other (ie – removing weeds will create a patch which needs to be filled later.)
We can arrange this segments by application. The top shelf can hold smaller product formats that usually are liquid or soluble The mid shelf will hold the mid-size products separated by easy-to-use and boxes Lastly, the bottom shelf needs to hold the large format products, due to weight restrictions.
And don’t forget: the mid size section is where most sales happen (shopper looking from shoulder-to-waist), so make sure you have the Number 1 product and best selling lines here. Also this is the best use of space if you want to introduce new products or push margin enhancing lines.
Finally, let’s help our shopper! The easiest way to do this is by to put navigational POS on your fixture. This will help or educate our lawn gardeners! This POS has a “beacon effect” you can see it from further away and tells you immediately that this is the lawn section.
The lawn seed segment is easier to layout than the lawncare one. It’s best to start with the patching category, followed by multipurpose, as they are suitable for every type of lawn. After these two segments, we can help lawn gardeners that have a specific need: saving time, a problem shady area, children playing on the garden constantly, etc.
The sub-segmentation of this category is related to the size of pack (larger formats at the bottom) and to locate premium lines on the top section of the fixture.
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